Localytics Digital Marketing Specialist, Miles Branman, defines app engagement through valuable session metrics, to craft mobile marketing strategies.

Transcript

Hello and welcome to another Whiteboard Wednesday. My name is Miles Branman, Digital Marketing Specialist here at Localytics. Today I’m going to be talking to you about two key metrics, the first being session length and the other, session interval. Both of these metrics are focused around user engagement. Using these metrics as a mobile marketer or app developer can really help you understand user engagement within your app.

Defining Key Session Metrics

So let’s go over a definition first. A session is when a user enters an app, performs a certain action, and then either exists the app, or times out. That said, session length is pretty straightforward; it’s basically how long the user is in that app, per session. Session interval, on the other hand, is just the time between a user’s first session, and their next one. This can be a very short period of time or a long one- short being much better for you, the mobile marketer.

Activating Session Length Analysis

Let’s apply these two metrics to a certain example. If you are, say, a news media app, and you are concerned about your sports related content, you could look at something like session length and discover that session length is much greater on Fridays and Saturdays for sports related content than during the rest of the week. If you wanted to activate that information, you could create a campaign for registering users for a certain event. If you initiated that on the weekend, knowing session length is greater during that time, you could penetrate a larger user base and push more customers to that action, in this case registering for an event.

Applying Insights From Session Interval Data

Let’s apply that same example for session interval. You may also discover that smartphone users are having longer session intervals or longer time between their sessions than tablet users. That means you want to improve the app experience for those smartphone users. Some things that you might be able to do are: improve your screen flow or make a design improvement that would create a better user app experience. That could lead to a positive change in terms of shortening the interval between sessions for those smartphone users.

Conclusion

There are many ways you could analyze the data and glean insights from it. Localytics helps mobile marketers take a look at that data and tailor the app experience, for particular users, based on key metrics like these. Again, thank you for joining us for this week’s Whiteboard Wednesday. My name is Miles Branman, Digital Marketing Specialist here at Localytics, and I hope to see you again next week.

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Localytics Senior Solutions Consultant, Richard Sgro, discusses the tactics and benefits available to mobile marketers who employ the right strategy, based on app analytics data.

Transcript

 Hello, everyone. My name is Richard Sgro. I’m a Senior Solutions Consultant, here at Localytics. Welcome to Whiteboard Wednesday. Today, we’re going to be talking about how the marketer can own app analytics, and we’re going to present three strategies to help you really drive value from them.

Let Your Business Questions Guide The Analysis

Let’s start with the question definition. An analyst or an engineer, left to their own devices, may tag all sorts of information, with no real rhyme or reason, without thinking through what questions may need to be answered. As a marketer, you can come in and shepherd that process along, making sure the analyst and the engineer are tagging information that’s meaningful, to help you answer your important business questions. How are people checking out, how many people have exercised a promotion, how many people are taking advantage of a GPS feature that you’ve added? By defining those questions, it helps you ensure you’re getting the right data.

Once that data starts coming in, and because you’ve spent the time defining these questions, be sure you use it. As I said before, there’s a tendency to tag all sorts of information, to collect the most granular minutia, to collect data for data’s sake, or to find lots of answers, in search of questions. Because you’ve shepherded this process along by defining the key questions, you’ve got that data in hand. Now, use it. That could mean a number of different things.

Take A Holistic View Of Your Brand

Once you’ve defined the questions, and you’ve worked to get really usable data, it’s important to take a step back and look beyond that data; look beyond what your users are doing when they’re engaging with your brand in a mobile app, and find some other representations of your brand. You may find, for example, that users that are your most valuable on the mobile app may never engage with your brand in a brick-and-mortar store. Perhaps they spend most of their time on the web and they engage with your brand in that way. This thinking beyond data allows you to take your brand to the next level, because you’re understanding how folks are engaging, at all different points.

Discover Opportunities Within The Data

In our check-out example, perhaps folks are getting items added to their shopping cart, and never checking out. That’s an opportunity for you, as the marketer, to nudge them along; to drive them further down that conversion funnel. This information will also be valuable to your product management and engineering colleagues. Together, the two of you can think about what’s next for your application.

Conclusion

Just a quick recap: you want to work with your analysts and your engineering team to define the key questions. Once you get the data in, you want to actually take advantage of that, and start to make decisions based on that information. Then, once you’ve got that data, you also want to look beyond.

We here at Localytics have a great set of solutions. We like to think that our product is built with marketers in mind. Our analytics platform is very easy to use, and we’ve got a very powerful marketing platform built on top of that. Whichever analytics provider you use, be sure to think through how you can own some of this data at each step. I hope you found this informative, and I hope that this helps you, as the marketer, better own your app analytics. As I said before, my name is Richard Sgro, thank you for attending this Localytics Whiteboard Wednesday.

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Transcript

Hello, I’m Tim Patten, Senior Solutions Consultant here at Localytics and thank you for joining us for this Whiteboard Wednesday. Today we are going to be talking about funnels. Funnels are a great tool to help you identify the success or failure of a certain path through your application. They also allow you to identify potential roadblocks that your user may have, or the metaphorical “brick wall” that they’re encountering within your application.

The Pint Glass Funnel Model: Conversions & Fallout

There are different types of funnels you can leverage and we’re going to use a couple different examples to talk about that today. The first is the martini glass, and the other is the pint glass. Let’s talk about the pint glass first. A great way to visualize the pint glass model is to look at your check-out process of a typical e-commerce application. During the check-out process, you’re going to have many different steps- hopefully not too many because that can actually be a very bad thing- but you’re going to have different steps such as your address information, your shipping info, order review, and then your final order confirmation page. What’s great about the pint glass model is it allows you to identify not only the conversion rate between each step, but also to identify where the potential fallout may exist within your checkout process. This can then help you optimize and improve your overall conversion rate.

The Martini Glass Funnel: Broad Segmentation

The other model is the martini glass, and a great way to look at this is as a high-level funnel with typically two steps. For example, you may be talking about your Facebook users; those users that came in from a mobile install ad. You want to know, of all of those users that came in from Facebook install ad, what percentage of them actually converted? It’s a way for you to quickly take a large segment of users and look at that specific conversion rate, then compare that segment versus other segments so you may have several segments while only a couple different types of this funnel.

Manipulate Funnels To Your Specific Needs

One of the best parts of funnel analysis is a funnel’s dynamic nature. In other words, you could take any one of these funnels and look at a different time frame or actually look at different segments of users while within the same funnel. With a checkout process, you may want to identify this specific type of user getting through the funnel while another type of user may be stuck. That user could be hitting a roadblock because of a certain advertisement or feature in your application. Funnels allow you to not only go back in time, but also to drill into different types of segments. Again, funnels are a great way for you to visualize the different paths that your users take through your application as well as identify any potential roadblocks that may exist.

Thank you for joining us today. I’m Tim Patten, Senior Solutions Consultant at Localytics, and I look forward to talking to you again soon.

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Mobile Messaging Platforms

1. SMS

Users get SMS messages they have opted to receive from brands the way they would receive any other text message on their mobile phone. While mobile email is a similar technique in that users opt to receive the messages, many more SMS messages are opened and read than email. According to SlickText, 95% of text messages are opened, which means SMS messages are a good way to reach a broad audience. However, the broad audience is not always a good thing. SMS marketing makes it more difficult to get information on individual users, which means it is harder to segment the user groups. They are also not generally associated with app usage and most times will direct your user to your mobile site, which makes it harder to understand these users through analytics. SMS can be effective for specific types of messages when used the right way. For example, using it to get responses from users or notifying users about a limited time promotion. Starbucks has a great method for using SMS marketing (as seen in the screen shot below). However, there are more effective messaging techniques.

Courtesy of Mobile Marketer

2. Push Notifications

Push notifications are messages sent to users on their home screen when they are not in the app. You can use push notifications to drive users back into your app if they are not actively engaged with it. Social network apps do a really nice job of personalizing the messages to users by sending them only when someone has interacted with them through the network. A great way to avoid annoying users with push messaging is to make sure messages are as customized and personal as possible. The important thing to remember when using push is that content, frequency, and timing have to be done right, or it could annoy users and turn them off from your app. Rue La La does a great job with their push notifications in using creative and entertaining content. Though push messages can work, you can’t rely solely on push for mobile messaging. Localytics data finds that even among engaged users who have opened an app at least 10 times over 3 months, almost 50% opened the app from a push notification only once or twice. This means that those users are either ignoring the messages or turning the messages off.

3. In-App Messages

In-app messages are sent to users while they are in an app. It can be used for many different cases such as getting customers to rate your app, notifying them of an update to the app, offering rewards and promotions, or giving them a tour of new features. You can use it to nurture and encourage engagement from within your app. You can use a user segmentation tool to personalize messages based on cohorts to create a unique experience for each segment. In-app messaging is the best way to create a stronger, richer app experience by getting in touch with specific user groups and making the experience more valuable to them inside your app.

Building Your Mobile Messaging Strategy

The ultimate goal of using mobile messaging is to stay connected with users and create a large base of engaged and loyal users. The best way to work towards that is to use a combination of all three in your strategy. The key is to know what to use each for. Push messaging is best used for less engaged users to draw them back in, in-app messaging is best for encouraging more engagement while creating a better in-app experience, and SMS messaging is best for connecting with broad audiences. You have to be strategic in your content creation for each. The most important thing to remember is that segmenting your users is essential when sending out push and in-app messages. You have to make sure you are reaching the right user group with the right type of message and the right content.

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WebWorks

WebWorks is BlackBerry’s platform for allowing web and mobile web developers to create, test and package their web apps. Through our existing HTML5 analytics SDK, Localytics has long supported similar web and hybrid apps developed for iOS, Android, Windows Phone, and previous versions of BlackBerry OS. Today, we’re excited to add official support for BlackBerry 10 to that list. Working closely with our friends at BlackBerry, we’ve developed a new version of our HTML5 analytics SDK that works flawlessly with WebWorks. The latest version of our HTML5 SDK and the integration steps can be found in our HTML5 Integration Guide.

Cascades

Localytics is also excited to announce that we’ve released a brand new, one-of-a-kind analytics solution for BlackBerry’s native Cascades framework. Learn more about the latest addition to our SDK family in the Cascades Integration Guide.

Ready to start? See your data within minutes

We’ve created a number of resources to help you get started:

• 10 Minute Cascades Integration Guide
• 10 Minute HTML5 Integration Guide
• BlackBerry’s Sample Project with the HTML5 SDK

Having trouble? Questions? Don’t hesitate to reach out to our support gurus, who are available to help 24 hours a day.

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There is a huge difference in consumer behavior on mobile vs. desktop. It’s critical to keep in mind simple facts like that the wait time people spend on websites differs from 3 seconds on desktops to 5 seconds on mobile. Knowing the differences between mobile and desktop consumers can help you design your app differently than your website, driving better results, which is why we’ve highlighted the 4 key characteristics of mobile consumers that brands need to consider.

Key Characteristics:

1. Shopping Habits

Mobile commerce is on the rise and shopping on mobile phones is increasing. In 2012, the total sales of physical retail goods and services made on smartphones were $8 billion in the US, and this number is going to grow 4 times the size in half a decade.

Simple ways you can take action on this information is to create a streamlined mobile checkout process to avoid common pitfalls like shopping cart abandonment. Using a mobile analytics tool like Localytics, you can use funnel analysis to see areas of your app where consumers drop off from converting. This kind of knowledge can help you improve the mobile shopping experience for your customers.

For example, apps like Rue La La save your credit card information to make it more convenient for their customers moving forward, especially when time matters on a flash sales app.

As you can see in the screenshot, Rue La La has trimmed down the checkout process to literally 1 screen for existing customers. This not only simplifies the process for the customer, but gives more incentive for them to make multiple purchases because they know it will be an easy transaction. Additionally, the customer won’t dwell on the fact that they might be going over their shopping budget and abandoning their cart the way they would if the checkout process took a long time. Mobile devices are eliminating the monopoly desktops have on making purchases digitally.

2. News Consumption Habits

Mobile hasn’t only changed the way people shop, but the way they consume news as well. Everyone knows that physical newspapers are on the decline, but on the other hand, what is on the rise is news being consumed by people digitally. People haven’t stopped reading the news, they are just consuming it in different ways. According to the Financial Times, during the week desktop and mobile subscriber usage is pretty much the same. However, during the weekend, mobile drastically passes desktop usage. This proves consumers are more apt to read the news on the weekends on their mobile devices than their desktops, probably because they aren’t at work and it is easier when they are busy with weekend plans.

Being able to access the news on their mobile phones, consumers are able to stay connected to what’s around them and not tied down to a desktop at home. Now consumers can bring the news with them, and if they want to switch between different news sources they can do that as well, without bringing physical newspapers with them.

3. Couponing Habits

Consumers love coupons. According to Emarketer, the number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014. If you reward your customers with coupons, they’ll have more incentive to stay engaged with your app. People want to feel rewarded when they use your app. If you see them really engaging with your app, whether they’re using it every day, checking in, or tweeting, then reward them with a coupon, letting them know you appreciate their commitment to your app.

GFK states that 44% of advanced device owners are looking for coupon opportunities on their devices and 17% have already purchased a product via mobile platforms. People are constantly looking for discounts, and if these discounts or rewards are in the palm of their hand, why wouldn’t they use them? .

4. Sharing Habits

One great thing about mobile to remember is the accessibility. Unlike a desktop, most consumers carry their phone everywhere. Mobility allows consumers to connect with their peers wherever, and whenever. Prompting them to share their locations or even their thoughts, whether it’s promoting an app publicly or inviting a friend to use it is a great way to promote your brand. Mobile behavior overall consists of consumers interacting with others through engaging with your app.

We all know those people who are constantly checking in everywhere so you know where they are every second of every day, or that person who is constantly posting what hot new music they’re listening to. The bottom line is sharing is what makes apps popular. Sharing is what gets your brand out there. Mobile is breaking down the walls of communication barriers, allowing everyone to let people inside their lives.

Apps that take advantage of the social aspect of mobile strategy create good, easy ways to share. Consumers might not even notice they’re promoting your own brand while they’re using your app to share with their friends what they’re doing.

Wrapping Up

We realize that there are a lot of characteristics to look out for when implementing your mobile strategy. Key takeaways are that mobile is on the rise, engagement is key, and being strategic about how you increase engagement is crucial. Mobile strategies are hard to define, and will need some tweaking if you realize something isn’t going as planned. But once you figure out what works for your brand, you can create a truly valuable and successful app.

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download our webinar: How to Progress From Mobile Marketing to Mobile Engagement.

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Transcript

Hi. I’m Raj Aggarwal, Co-Founder and CEO, of Localytics. Thanks for joining us for this latest edition of Whiteboard Wednesday. One of the questions that I get asked a lot about is what metrics should you be tracking in your business? There’s no straight answer to this. It depends so much on the type of business that you are, the stage that you’re at, and a number of other factors; however, there are another couple of key concepts that any business particularly early-stage businesses should have a firm grasp of, and this will help you understand both the dynamics of your own business and your own profitability, and then be able to relate this, and discuss this, articulate this better to investors.

Measuring Lifetime Value and Customer Acquisition Costs

So these concepts include Lifetime Value which is basically the revenues that you’re gaining from your customers per month multiplied by the lifetime of those customers helps you understand how valuable your customers are. There’s another concept which is the acquisition cost of those customers so Customer Acquisition Costs, and this is a concept that is fairly well understood and easy to measure in the web; however, in mobile things become a lot more complicated partly because the app stores often don’t pass information from ad networks and other acquisition sources to your analytics to help you relate Lifetime Value to acquisition.

Track The Right Sources Of Value

Localytics, in partnership with ad networks and others, helps you connect these two pieces so that you can understand well based on what ad networks I’m putting my dollars into and what campaigns I’m spending money on, what is the Lifetime Value of customers from different sources? And then you can leverage this information to make sure that you’re spending the most money in sources and campaigns that are driving the highest value to users.

Using Metrics To Power Your Enterprise’s Future

Ultimately having an understanding of these two concepts will help you understand things like well how many months does it take to recover my Customer Acquisition Cost? And, again, having a deep understanding of these types of concepts will be helpful to understand both the dynamics of your own business, and to be able to clearly articulate these dynamics to potential investors and other potential stakeholders. This has been the latest edition of Whiteboard Wednesday. Thank you for listening and we look forward to seeing you next time.

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App Store Optimization (ASO) requires many of the same factors that go into great SEO tactics. Things like metadata, keywords, head titles, description, and geography play a role in the app store listings, so leveraging the right tool to understand these variables for your specific app can mean the difference between a top-tier ranking and an also-ran position. Here are 5 quick tips for optimizing your app store listing:

5 Steps to Optimizing Your App Store Listing

Step 1: Know Your Audience

Understanding your users, including how and when they interact with your app and your competitors’ apps is integral to rising in app store rankings.

To build your user base, it helps to start with what you know about current users.The right mobile-first analytics tool can highlight user data to build out a great app description, keywords and more. Tracking things like new v. returning users, users by device, demographic data, user actions and daypart analysis can reveal important trends.

For example, a media publishing app could build out a custom user segment and discover that the majority of its users are reading and sharing sports stories. This could feed right into the visuals and descriptions that go into the app store. Incorporating a picture of sports content, along with a blurb about how great the app’s sports content looks in-app could lead to higher search rankings in the app store.

Step 2: Track Events & Actions

By tracking the flow and type of actions users are taking in your app, you can craft better descriptions  and keywords for use in the app store.

Using an analytics tool that shows the blueprint of your app, including the user flow and which attributes are most prevalent with certain actions can lead to more clearly defined keywords for your app store listing.

For example, a retail app might want to investigate the what type of items iOS users add to their viewed most frequently. If it turned out that thousands of iOS users were viewing expensive Tiffany necklaces, the retail app could use this information to tweak its keywords, incorporate in-app jewelry images into the app store description, and even tailor its advertising accordingly. Suddenly, that generic retail app has a focus on high-end luxury accessories, which will attract a new crop of users. Then, if user tastes change over time, the app could adapt these elements; all it takes is tracking.

Step 3: Build That Coveted 5-Star Rating

If there’s one commonality about the highest-ranked apps in store listings, its a 5-star rating.

In the same way that user-review sites like Yelp and TripAdvisor have become the barometer for great businesses or destinations, a 5-star app means a great user experience. However, 5-star ratings aren’t easy to build organically, and getting enough 5-star reviews to become reputable takes a few targeted measures. In-app messaging can be a great way to find your biggest advocates and nudge them towards high praise.

For example, an ecommerce app could initiate an in-app messaging campaign for an ultra-quick scaled review. By prompting its users to grade their app experience on a scale of 1-10, the ecommerce app could easily find their promoters and detractors. Then, when the segment of promoters has been defined, the app could send a follow-up message asking them to take a few seconds to rate the app in the actual app store. This tactic accomplishes a few objectives:

1) The first 1-10 rating is completely harmless to the app’s store rating
2) Only those who rated the app highly the first time would be prompted to give a 1-5 star rating in the store, almost guaranteeing 5-star ratings, and lots of them
3) The data gathered from the first 1-10 scale can be used to target promoters or detractors in the future

Step 4: Get The Word Out

Once you’ve built more accurate keywords, educated descriptions, intriguing visuals, and tons of 5-star ratings, it’s time to get the word out. Using successful mobile ad channels like Facebook, combined with testing copy, can lead to more searches and downloads in the app store. Utilizing a mobile marketing solution that offers advanced analytics will help direct when and  where   to offer in-app messages. A/B testing will refine messaging and ad copy design to  help you explore which campaigns attract users with the most lifetime value. When you’ve nailed down the right mobile marketing elements, app promotion will be more effective than ever.

For example, a gaming app could craft an in-app message that prompts users who have reached a new level to share their achievements. Then, after testing a few different versions of this message, the app could develop ad copy to run in Facebook’s mobile site that incorporates a similar theme. Facebook users who follow the ad would be directed to the app store’s description, which has been fine tuned and complemented with a plethora of 5-star ratings.

Step 5: Keep Improving

This final tip seems obvious, but continuous improvements are as important as your initial setup. To use an appropriate example, it’s like personalized mobile phone; there are always new apps, wallpapers, and layouts to explore; a standard setup is just boring.

Leverage analytics to build a powerful knowledge repository that can adapt to changes in user tastes and app updates. Add mobile marketing campaigns fueled by those metrics to highlight the latest and greatest features of your app that will prompt more app store downloads and subsequently higher ratings. Keeping the pulse of your app means you can quickly and easily respond to more macrocosmic changes in the market and adjust the elements that lead to great ASO.

Conclusion

In the same way that SEO isn’t an exact science, ASO will work differently depending on your industry or enterprise, but these 5 tips can help you lay the groundwork for a hot-commodity app. As you look for the right tool to implement each of these tactics, check out what Localytics has to offer.

Optimize With Engagement
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The conversion trend chart displays the same day conversion rate for all steps in the funnel.  If this is going up over time, you can see that more users are moving through the funnel within one day than have in the past.  This can also give you insights into how changes in your app are impacting your conversion rates over time.

The event tables give great insight into what people did instead of converting to a certain step as well as what steps converted users took prior to converting. This information shows you why people drop off and why they convert.

The drill down table splits your data by converted vs. non-converted users.  This reveals trends in users. If users on one device are converting at a much lower rate than users on other devices, perhaps the user experience on the low converting device is sub optimal.  In the example below, you can see that users that came from a Facebook campaign convert at a lower rate than organic users.  Perhaps the campaign is not targeting the right segments on Facebook.

Let’s look at an example of how the new funnel updates can be used to drive positive change.

Peter is a product manager for an mCommerce app and needs to increase revenue generated through the app this month to meet his company’s goals.  To this end, he is really interested in what drives people to actually purchase from his mobile app.  He has a funnel with four steps:

1. Viewed Product Page
2. Added the product to cart
3. Added billing information
4. Checked out

Peter wants to eliminate drop off from steps 3 to 4.  In the Localytics funnel analysis, he selects the “Checked out” step to analyze what is happening.  He can quickly see in the events table that users who dropped off after entering billing information receive “check out errors.” Peter wants to get this to his developers to investigate how to eliminate these errors that are costing him revenue.  He can also see that users who completed this step clicked the “add coupon” link.  This sparks a great idea for an in-app marketing campaign – offering coupons to users while they are filling out their billing information.  After running this campaign, he will be able to see if the campaign had the desired results in increased revenue and funnel conversion.  These new funnels along with Localytics in-app messaging could give the revenue boost needed to achieve his goals.

Check out our new funnel functionality and let us know if you have any further suggestions or feature ideas by emailing feedback@localytics.com!

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Localytics Director of Solutions Engineering, Lee Isensee, describes how and when to use events and/or attributes to tag specific characteristics of your app.

Transcript

Hi. I’m Lee Isensee, Director of Solutions Engineering, here at Localytics, and thank you for joining another Whiteboard Wednesday. Today we’re going to be speaking about the importance of events and the attributes associated with them. The important thing to keep in mind when working with events is really what they mean to your application. The simple way that I like to think about them are events are the verbs of your application. Attributes, on the other hand, are the nouns of your application. What are the behaviors and what is the contextual information that goes along with that behavior?

Understanding Events & Attributes In Daily Life

So here you can see we have a very handsome person with a beard jogging. So here the event for this person is the behavior of running, but not only is this person running but we want to know some information about what they’re doing or where they are while they’re running. So, in this particular case this person is running in Boston and they’re, as you see, in a park. Now it’s great we not only understand what the person is doing, and where they are, within Boston in a specific park; but we might want additional information such as how long were they running or how fast. So here we can pass along information such as 45 minutes and 4 miles per hour. Now we understand that this particular person was running in a Boston Park for 45 minutes running about 4 miles per hour. It’s really simple to think about if you want to phrase it like a sentence.

Tagging Apps Based On A Simple Sentence

So here we can see we have a frame for what the behaviors are in our application. Let’s think about this from a social media application. Perhaps I was sharing. What did I share? A video about baseball on, say, Twitter regarding, of course, the person’s in Boston so we want to talk about the Red Sox. So here when I think about my events and attributes, I can think about them simply like a sentence. In this case, I shared a video about baseball on Twitter regarding the Red Sox.

Letting User Behaviors Guide Your Associations

So it’s really important to think about when moving through your mobile application how you’re designing it. Think through the behaviors that your users are taking and what is the information along with those behaviors, and if you can explain it in a sentence you’re a great way along having to tag your application to get the most out of your analytic solution. My name is Lee Isensee. I’m Director of Solutions Engineering here at Localytics, and thank you for joining another Whiteboard Wednesday.

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events & attributes for your app, visit Localytics.com

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